NAILED IT! RING YOUR RELLOS
Welcome to Nailed It!, a regular blog series focussing on examples of excellence in values-based messaging. Each blog post will focus on one of the main categories of helpful values – Universalism, Benevolence and Self-Direction. They come from not for profit organisations, political campaigns, governments and private companies.
We hope our examples provide useful inspiration for your own messages and narrative development. For more on values based messaging you can check out our Resources page or this quick introduction.
The issues: LGBTQI+ rights
Strategic context: This video developed by the official YES Campaign during the Marriage Equality plebiscite in 2017 encouraged supporters to ring their relatives to motivate them to vote yes.
This example comes from: The YES campaign
The values it’s priming are: Benevolence (mature love)
What we love about it: This video is such a great example of ‘show, don’t tell’. Showing a real life person ringing their real grandma models what we want the viewer to do and works better to galvanise action than anything abstract could. The video primes the powerful intrinsic value of mature love, which speaks to the relationships between friends, neighbours and family members. Grandma’s transformation story is so powerful – hearing people change their view about issues reassures people who haven’t yet made up their minds that it’s ok to think differently.
Want more values-based inspiration?
Check out our full list of Nailed It! examples.